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In ongoing bids to reach consumers when they’re out and about rather than at home fast-forwarding through television ads, advertisers have branded everything from dry cleaner hangers to hand-stamps at nightclubs to chopstick wrappers - apparently, for Honda at least, the sky is the limit.
Honda Motor launched a recent campaign that involved 19 skydivers, two airplanes and the grace of good weather to illustrate its new tagline, “Difficult is worth doing.”
The stunt - which had the skydivers forming and reforming to spell out the letters in the word Honda - was filmed and broadcast live on Channel 4 in Britain last week; during the three-minute commercial break, the audience grew from 2.1 million to more than 2.2 million, according to The New York Times.
The safety procedures for the jump were approved by health and safety consultants as well as by the British Parachute Association, but in a sad twist of fate, one of the two planes used in the advertisement crashed a day after the stunt, killing the pilot and an onboard skydiver.
Undeterred, the company still plans to air its second ad, which features a more complex jump - involving 50 parachutists and five aircraft. The jumpers formed the shape of a steering wheel, a suspension spring and a rearview camera.
The ad can be seen on YouTube, here.
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